The two sides of pale color: Difference in consumer evaluation between stand-alone color and product color

Abstract

A pale color is perceived differently depending on objects and conditions. While food packaging using the color gives a healthy impression, when such a color is applied to the human face, it gives an unhealthy, negative impression. However, there is a lack of discussion in the industrial design literature. In this study, a randomized controlled trial was conducted on the exterior design of automobiles. The results showed that although a pale color was highly favored as a color, it was regarded as low attractiveness in the exterior design context.